A typology of consumers by their nutritional behaviors and selected lifestyle elements

Aim/purpose – The paper aims to present a preliminary consumer typology based on the declared nutritional behaviors and selected lifestyle elements of Polish Slovak con- sumers. Design/methodology/approach research was conducted in first half 2019, among non-randomly subjects representing their households from Poland Slovakia. empirical part work is results employing structured standardized interview. Cluster analysis used re- sults. Findings showed that eating consumers differ. Some follow principles healthy eating. Among we distinguished four types consumers: I “Driven by eating”; II “Implementing III “Ordinary bread eaters”; IV “Consciously unaware.” In turn, consumers, also fourth types: princi- ples “Exercise drink milk!”; “Not attaching importance “Eat tastily healthily.” can be basis for food market segmentation. Knowledge aspects may enable producers develop an appropriate marketing strategy. Research implications/limitations A certain limitation non-random sam- ple selection. An important aspect would expand analyzed thread with additional related behavior lifestyle. Another clusters were delivered two separate processes Slovakia, respec- tively. As result, are different represent typologies. Originality/value/contribution source infor- mation researchers dealing typology. sumers Keywords: behavior, typology, cluster analysis. JEL Classification: D11, D12.